EXECUTIV E SUMMARY

INTRODUCTION
Automobile is one of the largest industries in global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth. During the last decade, well directed efforts have been made to provide a new look to the automobile policy for realizing the sector's full potential for the economy. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile demand, especially from the population in the middle income group.

OBJECTIVE OF STUDY
The main objective is to find out the consumer behavior while purchasing the Suzuki Access 125cc. Other Objectives are as follows: To know the image of product in the mind of consumer. To compare the level of satisfaction before purchasing and after purchasing the Scooter. To find out where people want to see the promotion schemes To find out suitable location preferred by consumer To know the most popular media for advertisement To check the loyalty of the consumer towards the Suzuki brand To know the most motivating factor for purchasing the bike To know the preferable price from the customer

SCOPE OF STUDY
Project aims to understand and enunciate the working process of different automobile and evaluating its outcome in the two wheeler automobile sector. Over the past few years, there has been tremendous progress made around the world in opening up travel and tourism markets to the benefits of increased competition. One of the main aspects of the project is to analyze the different products and services offered and initiatives adapted for two wheeler automobile sector their product. Selling intangible assets is one of the toughest jobs in the world. The project is more of a team effort and will incur team returns. The main scope of the study is limited to Ahmedabad city. It also analysis the benefits accruing to the company as a result of those service. This study has been made to find the buying pattern of the customer for purchasing scooter/bikes.

METHODOLOGY
The whole secondary data were collected from industry profile, books, magazines and internet. While primary data where collected though survey. The customer survey was done though the questionnaire. Question consists of dichotomous multiple questions and rating scale. A copy of questionnaire has been attached with the report.

SOURCE OF DATA
There two types of data, primary data and secondary data. Primary data are collected with the help of questionnaire are secondary data was taken from industry profile, books, magazines and internet.

OVERVIE W OF INDUSTRY
6

& COMPANY
HISTORY OF AUTOMOBILE INDUSTRY
The History of the automobile actually began about 4,000 years ago when the first wheel was used for transportation in India. Several Italians recorded designs for wind-driven vehicles. The first was Guido da Vigevano in 1335 . It was a windmill-type drive to gears and thus to wheels. Vaturio designed a similar vehicle that was also never built. Later Leonardo da Vinci designed clockwork-driven tricycle with tiller steering and a differential mechanism between the rear wheels.

In the early 15 th century, the Portuguese arrived in China and the interaction of two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By the 1600s, small steam-powered engine models were developed, but it was another century before a full-sized engine-powered vehicle was created. A Catholic priest named Father Ferdinan Verbiest is credited to have built a steam-powered vehicle for the Chinese Emperor Chien Lung in about 1678. There is no information about the vehicle, only the event. Since James Watt didnt invent the steam engine until 1705, we can guess that this was possibly a model vehicle powered by a mechanism like Heros steam

Engine-a-spinning wheel with jets on the periphery. Although by the mid-15 th century the idea of a selfpropelled vehicle had been put into practice with the development of experimental vehicles powered by means of springs, clockworks, and the wind, Nicolas-Joseph Cugnot of France is considered to have built the first true automobile in 1769. Designed by Cugnot and constructed by M.Brezin, it is also the first

vehicle to move under its own power for which there is a record. Cugnots three-wheeled steam-powered vehicle carried four persons and was meant to move artillery pieces. It had a top speed of a little more than 3.2 km/h (2 mph) and had to stop every 20 minutes to build up a fresh steam. Evans was the first American who obtained a patent for a self-propelled carriage. He, in fact, attempted to create a two-in-one combination of a steam wagon and a flat-bottomed boat, which didnt receive any attention in those days. During the 1830s, the steam vehicle had made great advances. But stiff competition from railway companies and crude legislations in Britain forced the poor steam vehicle gradually out of use on roads.

Carl Benz and Gottlieb Daimler, both Germans, share the credit of changing the transport habits of the world, for their efforts laid the foundation of the great motor industry, as we know it today. First, Carl Benz invented the petrol engine in 1885 and a year later Daimler made a car driven by motor of his own design and the rest is history.

Daimlers engine proved to be a great success mainly because of its less weight that could deliver 1000rpm and needed only very small and light vehicles to carry them. France too had joined the motoring scenario by 1890 when two Frenchmen Panhard and Levassor began producing vehicles powered by Daimler engine, and Daimler himself, possessed by the automobile spirit, went on adding new features to his engine. He built the first V-Twin engine with a glowing platinum tube to explode the cylinder gas-the very earliest form of sparking plug. Charles Duryea built a motor carriage in America with petrol engine in 1892, followed by Elwood Haynes in 1894, thus paving the way for motorcars in that country.

For many years after the introduction of automobiles, three kinds of power sources were in common use: steam engines, gasoline or petrol engines, and electric motors. In 1900, over 2,300 automobiles were registered in New York, Boston, Massachusetts, and

10

Chicago. Of these, 1,170 were steam cars, 800 were electric cars, and only 400 were gasoline cars. In ten years from the invention of the petrol engine, the motorcar had evolved itself into amazing designs and shapes. By 1898, there in were the 50 United automobileStates, a manufacturing companies

number that rose to 241 by 1908. In that year, Henry Ford revolutionized the manufacture of automobiles with his assembly-line style of production and brought out the Model T, a car that was inexpensive, versatile, and easy to maintain. Herbert Austin and William Morris, two different

carmakers, introduced mass production methods of assembly in the UK, thus paving the way for a revolution in the automobile industry. Austin Seven was the worlds first practical four-seater baby car which brought the pleasures of motoring to many thousands of people who could not buy a larger, more expensive car.

Automobile manufacturers in the 1930s and 1940s refined and improved on the principles of Ford and other pioneers. Cars were generally large, and many were still extremely expensive and luxurious; many of the most

11

collectible cars date from this time. The increased affluence of the United States after World War II led to the development of large, petrol-consuming vehicles, while most companies in Europe made smaller, more fuel-efficient cars.

GLOBAL HISTORY OF TWO WHEELER INDUSTRY

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Started in 1901 by two bicycle racers George Hendee and Oscar Hedstrom who produced a small bicycle / motorcycle with a top speed of 50 km/h (30 mph). The first bike was a huge success and pickup up very well and by 1913 - 32000 motorcycles were being produced annually. Indian brought out their bikes in a deep red color which later became one of their trademarks. In 1907 Indian built a V-twin engine which later made way for the Powerplus in 1916. This model had a quieter engine and remained a success with only minor changes until 1924. The motors on minibikes, scooters, and Motorized velocipedes are usually air-cooled and range from 25 to 250 cubic cm (1.5 to 15 cubic inches) in displacement; the multiple-cylinder motorcycles have displacements of more than 1,300 cubic cm.

The automobile was the reply to the 19th-century dream of self-propelling the horse-drawn carriage.. The first commercial design was a three-wheeler built by Edward Butler in Great Britain in 1884. This employed a horizontal single-cylinder rear gasoline engine mounted between two steerable front wheels and connected by drive chain to the wheel.

The 1900s saw the conversion of many bicycles, or pedal cycles by adding small, centrally mounted spark ignition
13

engines.

There

was

then

felt

the

need

for

reliable

constructions. This led to road trial tests and competition between manufacturers. Tourist Trophy (TT) races were held on the Isle of Man in 1907 as reliability or endurance races. Such were the proving ground for many new ideas from early two-stroke-cycle designs to supercharged, multivalve engines mounted on aerodynamic, carbon-fibre reinforced bodywork.

14

HISTORY OF INDIAN TWO WHEELER INDUSTRY

The Indian automotive industry consists of five segments: commercial vehicles; multi-utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With 7,822,963 units sold in the domestic market and 753,591 units exported during the first nine months of FY2007, the industry (excluding tractors) marked a growth of 43% over the corresponding previous. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties. India is the second largest producer and manufacturer of two wheelers in the world. Indian two-wheeler industry has got spectacular growth in the last few years. Indian twowheeler industry had a small beginning in the early 50's. The Automobile Products of India (API) started manufacturing scooters in the country. Bikes are a major segment of Indian two wheeler industry, the other two being scooters and mopeds. Indian companies are among the largest two-wheeler manufacturers in the world. Hero Honda and Bajaj Auto are two of the Indian companies that top the list of world companies manufacturing two wheelers.

15

The two-wheeler market was opened to foreign companies in the mid 1980s. The openness of Indian market to foreign companies lead to the arrival of new models of two-wheelers into India. Easy availability of loans from the banks, relatively low rate of interest and the discount of prices offered by the dealers and manufacturers lead to the increasing demand for two-wheeler vehicles in India. This lead to the strong growth of Indian automobile industry. It was in the year 1954 that the Indian government ordered for total number of 800 motorcycles to man the Pakistani borders. In came the Bullets which were initially launched in England as a 350cc bike and it was upgraded to 500cc a year or so later. These bikes have remained unaltered, barring some cosmetic changes which have undergone over the years. Thus one can say without much of a doubt that the 1955 Bullet was one of the initial hits of the Indian twowheeler industry and till today it continues to be a darling of the motorcycle enthusiasts. Enfield Bullet had a close competition with another sturdy bike named Rajdoot; as the bike was strong enough to handle the rough Indian roads. The company had roped in Indian Heman Dharmendra for the promotion of the bike. With more than 1.6 million vehicles on the road the Rajdoot

16

motorcycle was one of the initial hits of the earlier years of two-wheeler history in the country. When heavy motorcycles were the order of the day, a relatively lighter bike had caught on the imagination of the Indian two wheeler user. Ind- Suzuki bike launched by the then TVS Suzukigroup was an instant hit; however the bike could not sustain it's initial success due to the high import content in the vehicle and less of localization. In scooters Bajaj Chetak has been hugely responsible for adding momentum to the transport system of the country, till today it remains one of the most successful brands to have come out of the Bajaj stable. The scooter is named after the horse of legendary Rana Pratap Singh. These sets of two wheels have become a part of the Indian milieu and are often considered a representative of the Indian middle class aspiration. Very few two-wheelers have been able to emulate the success, which Bajaj Chetak has achieved over the years. Similarly LML Motors enjoyed a reasonable success with the launch of LML Select which came with new age technology and improved performance.

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Today newer models of two-wheeler are entering the market everyday, slowly pushing these names down the memory lane. However names like Chetak, Rajdoot and Bullet will always find a mention in the history of two-wheelers in the country.

Trend in 2W Volumes by Category

(www.siamindia.com)

Trend in 2W Sales Volumes, Domestic and Exports

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(www.siamindia.com)

(www.automonitor.com)

Domestic Market Share for 2009-10 Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers 15.86 4.32 3.58 76.23

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SUZUKI GLOBAL

(www.automonitor.com)

In 1909 Michio Suzuki manufactured Silk Looms until about 1952 when due to financial problems Suzuki ventured into developing clip on engines to bicycle frames. The first models were called the Power Free (36cc) and the follow-up model was the Diamond Free (60cc). Suzuki produced its first motorcycle in 1954 called the Colleda (90cc). Suzuki built small capacity bikes during the 50s and 60s and had only small export success until the introduction of the X6 (T20 super six) which gave Suzuki much name credibility. With a well established name Suzuki dared enter the big bike market and in 1967 Suzuki introduced T500. This was known as the Titan in America and the Cobra in England. The name changed over the years to GT500 due to many improvements but it was purely the sharp price and good reliability which kept the GT in production until 1977. The Water Buffalo was introduced in 1971 in America and the Kettle in Britain - both the same GT750 bike and the start for Suzuki to enter the superbike market. The GT750

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wasn't a very impressive machine and also couldn't match the other bikes in the market at the time. Once again the production kept going based on its demand for good price and reliability.

In 1976 Suzuki introduced the first GS750 which was an immediate hit in this very competitive market area. The GS 750 managed to out perform all rivals of the time and was the start of a very popular GS line for the coming years. Most bikes produced around the middle 70s had enough power but lacked a steady frame. The introduction of the Suzuki GS1000 in 1978 changed this problem once and for all. The GS out preformed every other bike in it's category and had a frame to match its power. The only thing which could be said against the very popular and successful GS1000 was its dull looks. The GS1000 was redesigned and new models based on the same original success bike were introduced. The GSX1000 in 1980 and the GSX1100S Katana in 1982. The later bike was a huge success due to it powerful performance, funky style, low weight and good pricing.
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Suzuki pulled a stunt within the motorcycle market by introducing the GSX-R750 which was such a direct copy of their formula race bike with the only difference that this GSX was road legal. It turned the supersport motorcycle market upside down and dominated the way superbikes would look for the future.

The GSX-R750 was super fast, which wasn't hard to understand since there were hardly any changes to its race track design. Both on the street and in the race track the bike was a huge success. In 1986 the GSX-R1100 was also added to the line. The GSX style and line didn't change much over all the years with improvements being made to the bike. A small fluke in design made Suzuki lose its performance lead with the GSX-R1100. But the GSX-R750 has remained a hit up until today. Maybe still hurt by losing the performance edge with the GSX-R1100 redisgn in the 1990s Suzuki introduced the GSX1300R (Hayabusa) in 1999. This sent the Honda Blackbird packing and became the world's fastest production bike at a whopping 190 mph (307 km/h).

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In 2001 Suzuki introduced an upgrade GSX-R750 engine and created the GSX-R1000 (998cc) which is a super bike with outstanding performance. In 2003 the GSX-R1000 was restyled but still kept its position as a super class bike. In 2005 Suzukis original 4-stroke motocrosser, the RMZ450, is equipped with a 4-stroke 449cc engine, which features the Suzuki Advanced Sump System (SASS). Superbike Championship. Troy Corser gives Suzuki its first and only (so far) World

In 2006 The M109R, Suzukis flagship V-Twin cruiser, is powered by a 1783cc V-Twin engine with 112mm bore and 90.5mm stroke. It has the largest reciprocating pistons in any production passenger car or motorcycle. In 2008 The B-King is launched, powered by the 1340cc Hayabusa engine, the B-King is Suzukis flagship big Naked bike. Suzuki says it has the top-ranked power output in the naked category.

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SUZUKI MOTORCYCLE INDIA Pvt. Ltd.

Suzuki Motorcycle India Pvt. Ltd (SMIPL) is the latest entry into the already crowded Indian two wheeler segments with players like Hero Honda, Bajaj Auto, Honda, and TVS. SMIPL have started their Indian operations with a 125-cc massmarket motorcycle. It has made an initial investment of Rs. 200 crores to start their Indian operations. Company sources have revealed that Suzuki would follow up this 125cc bike with a high performance 150-cc sibling sometime next year. And for the budget segment, another 100cc bike is expected in the first quarter of 2006. Mass market is the initial aim with plans to enter all the segments rapidly. They have their facilities located in Gurgaon. Suzuki had launched bike by diwali, which is the auspicious time for buying a new vehicle in Indian families. Their

24

capabilities of manufacturing one lakh motorcycles and they are ready to step that up massively if the situation arises. They already have setup 40 dealerships around the country and are going to establish 4,000-5,000 sq. ft showroom and service stations to provide services to the customers. The parent company happens to be one of the largest manufacturers of two wheelers in the world with more than 20 lakh bikes sold per annum. They are popular for their range of high performance road machines, super bikes, dirt bikes, street bikes, motocross globally.

COMPANY PROFILE
Plant area and production capacity
They have installed their manufacturing plant in Gurgaon (Haryana) having the annual capacity of 2,50,000 units. Total land area of the facility at Gurgaon is 37 acres out of which the present plant is constructed in an area of 6.5 acres of land. The remaining area of 30.5 acres is left for land development and future expansion.

Chairman
Mr. Katsumi Takata

Personnel over the years

Total number of employees Main Products Motorcycles and scooters Year 2008-09 490

Head Office, Plants & Facilities

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Name

Address

Operations
Head office affairs Motorcycle engines assembling and machining Spare parts administration Education, training and Public relations Research and development

Testing and development of motorcycles

MISSION OF SUZUKI
The core philosophy of SUZUKI is to provide VALUE-PACKED PRODUCTS. Since the founding of SUZUKI Motor Corporation, the Organizations endeavour has always been to provide VALUE-PACKED PRODUCTS as one of the manufacturing philosophies. SUZUKI believes that VALUE-PACKED PRODUCTS come from the effort to carry out Product development from customers point of view. This policy has been in effect since

26

Companys inception and has helped the Organization to meet customers needs. As a result, SUZUKIs Products have become well received throughout the World. SUZUKI is fully committed to create Products that meet customers demand by utilizing its dynamic, with its long-nurtured fresh and technological active human advantage resources. Develop products of superior value by focusing on the customers Establish a refreshing and innovative company through teamwork Strive for individual excellence through continuous improvement coupled

SWOT Analysis
Strengths
Size and scale of parent company Effective Advertising Capability Committed and dedicated staff High emphasis on R & D Experience in the market Established brand

Weaknesses

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 Small showrooms Not much emphasis on aggressive selling Weak product diversity

Opportunities
Growing premium segment Global expansion into the Caribbean & Central America Become Indias leader Growing premium segment.

Threats
Cut throat competition Increasing number of players in the market Rising raw material costs Increasing rates of interest on finance

GROWTH REPORTOF SMIPL

It has reported a growth of 47.66% in sales in the month of November 09 at 14745 units compared to 9986 units same month last year. It has sold 14806 units in December 09 listing a strong growth of 61% over its sales in December 08 despite recession. This increase of sales is attributed to the

28

tremendous response from the new product GS150R and ACCESS 125. It has reported 93% growth in sales during the month of January 2010. It has sold 20441 units in January 10 listing a strong growth of 93% over its sales in January 09. It has sold 21752 units in March 10 listing an impressive growth of 76% over its sales in March 09. This increase of sales is attributed to the tremendous response from the new product GS150R and ACCESS 125. It has great plans for the coming year and this is only the beginning. Their objective is to offer quality products and customer satisfaction to consumers. This growth momentum will further accelerate in coming months.

SUZUKI GROWTH IN 09-10

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OEMs BAL HHML HMSI KINETIC M&M 2W SMIL TVS TOTLE

2008-09 9,692 1,53,193 6,54,319 5,522 85,782 2,39,469 11,48,007

2009-10 3,759 2,08,440 7,39,947 70,008 1,40,983 2,99,370 14,62,507

GROWTH -61.22% 36.06% 13.09% -100.00% 0.00% 64.35% 25.01% 27.40%

Growth
100.00% 36.06% 50.00% -61.22% 0.00% -50.00% -100.00% 13.09% 0% Growth 64.35% 25.01%

-100%
(www.automnitor.com)

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We can see here that the growth of SMIPL is highest among all competitors in scooters/scooterate.

FACILITIES
Environment
The philosophy of keeping environment first is properly percolated downwards. To comply with all applicable legislations and setting standards thereof remains only a beginning. Company thrive to discover and invent mechanisms for better environment management systems and its a continuous process which is managed by a separate wing of experts and specialist in the field. The biggest testimony of Suzukis commitments towards environment first is seen at Gurgaon which is built to be a Zero discharge plant. SMIPL have embraced Natural light optimization system and water harvesting systems besides several other measures to create better and cleaner environment around us. All packaging material used by Suzuki is re-cycleable. A constant flow of internal communication on environment related issues not only creates awareness amongst employees but also helps in inculcating an environment friendly value system.

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SHOP FLOOR SAFETY MEASURES

SMIPL have safety guards/safety curtains to ensure Operator safety on machines. Company has also installed robots through out the facilities to reduce the ergonomic stress on workers. There are gas detection systems installed to eliminate any gas related accident and fire detection system for immediate information about any fire related incident. SMIPL have fire fighting system (manual & automatic) for immediate handling of any fire related accident. They have a fire tender (capacity 4500 liters water and 500 liters capacity foam). Company try to maintain zero accident record through regular safety and audit, frequent to training for staff, line associates and contractors. They organize different safety programs competitions encourage employee awareness and involvement.

ENVIRONMENTAL UTILITY

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To take care of the health of all our employees, they maintain all international parameters and standards for drinking water, treated water, ambient air shop floor, office and the outside. They keep updating all these standards of health and welfare of employees through a team of well qualified personnel in the R & D laboratory.

QUALITY CONTROL It has four main sections as follows:

Tested by SMC Japan with their international quality standards Final (Vehicle) Inspection Market Quality

PARTS INSPECTION

The non conformities in the parts being procured may lead to production loss & degradation of the quality of the final output and life of the product. To ensure the product, the dimensional, material, aesthetic & performance inspection for the special processes are carried out on the individual parts before they are declared fit for the assembly For carrying out the inspection activities effectively, we have the latest & sophisticated machines installed in the inspection area

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FINAL (VEHICLE) INSPECTION

Safety related parameters such as braking; clutch operation and other functional defects of the vehicle Emission related parameters for checking the conformance of the exhaust gases with the emission rules Functional & aesthetic parameters are also checked

MARKET QUALITY

To act upon the customers feedback received from the service department for the up gradation of the product To resolve the quality issues being received from the market by visiting the suppliers & taking the corrective & preventive measures for the same Monitoring for the effectiveness of the measures taken for the particular problems through the cut off engine/ frame numbers

WORK CULTURE

They believe that future growth and prosperity of every employee depends on the companys growth and prosperity Organizational and individual discipline Continual improvement in quality and productivity Cost consciousness Customer satisfaction ( both internal and external ) Long term goals
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Respect for laws, human beings and society

EMPLOYEE DEVELOPMENT
Company's growth is based on enhancement of technical and behavioral skills of the employees. They continually identify the performance gaps and new skills required keeping into the company's growth in focus. They believe that Employees are the most important assets of an organization. For enhancement of technical and behavioral skills of the employees they organize regular training programmes. healthy Teams from where Japan often come to the can organization to impart training. Their focus is to create a Environment individual employee achieve maximum satisfaction.

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PRODUCTS
SUZUKI ACCESS 125CC

Access 125 is the third product from the Suzuki stable in India after Heat and Zeus motorcycles. 125cc Access is powered by a 125-cc air-cooled four-stroke engine with Continuous Variable Transmission (CVT) which develops 8.5bhp at 7000rpm with 1.0kgm of torque at 5000rpm. The design is typically Japanese, almost flat aprons where large turn indicators are embedded. No body colored mirrors for this access. Paint quality is of top notch. It features contemporary telescopic front suspension and a rust free body. It also features central locking system and provision for fitting a spare rear tyre at the back similar to the one found in Kinetic Honda. The under seat storage is quite good; the foot pegs are very stylish and tuck in neatly when unused. The overall design is very simple in comparison to Kinetic SYM's Flyte and ultra reliable Honda Activa. The build quality is also not up to the mark in comparison to Honda's superb build quality. Access comes with usual features like multi-reflector headlamp, electric starter, fuel gauge, speedometer etc.
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At the fore and the aft Access features 120mm drum brakes. Both at the front and at the rear 90/100-10 tyres are used. Suspension is through contemporary telescopic at the front and swing arm at the rear. It has an unique shutter mechanism for a single control point for the entire machine to avoid theft. It is available in five colors - red, blue, black, grey and silver.

VEHICLE SUMMARY

OTHER SPECIFICATIONS

Name: Type: Top Speed: Fuel Consumption:

City

Access 125 Scooterette 92kph 42.60

Fuel Consumption: 51.00 Highway

ENGINE SPECIFICATIONS

Weight: Ground Clearance: Fuel Tank: Wheelbase: Electrical System: Headlamp: Horn: Wheel Size: Tubeless: Colors:

Displacement:

124cc 4 Stroke, Air-cooled, Engine: OHC Maximum Power: 8.58bhp@7000rpm Maximum Torque: 9.8nm@6500rpm Gears: Automatic Clutch: 0 Bore: 53.5 Stroke: 55.5 Cylinder NA Configuration: Engine Block NA Material: Chassis Type: NA Cooling Type: Air Cooling Carburetor: NA 0 to 60: 6.56 sec.
DIMENSIONS

109.00 kg 160.00 mm 6.40 ltrs 1250.00 mm NA NA NA 90/100-10, Rear 90/100-10 mm NO Black, Red, Silver Grey

ACTIVE AND PASSIVE SAFETY

Suspension(Front): Suspension(Rear): Brakes: Brakes(Rear): Stand Alarm:

Telescopic Swing-arm Air Cooling 130mm Drum YES

COMFORT AND CONVENIENCE

Length:

1780.00 mm

Fuel Guage: Self Start: Tacho Meter: Trip Meter: Alloys: Warranty: Speedometer:

Analogue YES None None YES NA Analogue

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Width: Height:

650.00 mm 1125.00 mm

Passenger Footrest: Passenger Backrest: Step-up Seat: Pass-light: Low Fuel Indicator: Low Oil Indicator: Low Battery Indicator: High Oil Temp. Indicator:

YES NO NO NO YES NO YES NO

SUZUKI GS150R
The 150cc Segment is picking up in India. Suzuki has been a little conservative till now with its bike models. Zeus and Heat and not extra ordinary, but it sells enough to be seen here and there a while. The company took another step ahead with the Access 125 Scooter. Suzukis foray into this segment is expected to be creating similar impact in the segment with the GS150R. The engine of the Suzuki GS150R is said to be convenient for riding in the city. The 150cc engine respires through a BS26 carburetter. It comes with Throttle Positioning Sensor (TPS). GS150R's 149cc engine develops 13.8bhp of peak power at 8500rpm and 13.4Nm of peak torque 6000rpm. According to Suzuki, GS150R will return a mileage of 48kmpl in City and 55kmpl in Highway.
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The engine uses engine balancer technology to minimise vibration and comes with a rubber damper and a balancer shaft. It has a digital speedometer which shows gear position, fuel level, speed, odometer, tripmeter and the tachometer is a neat dial adjacent to the digital console. It has power and economy modes. The Power mode allows the rider to gun the bike while the Economy mode helps conserve fuel.
Name: GS150R Type: Commuter Top Speed: 120kph Fuel Consumption: 48.00
City

OTHER SPECIFICATIONS

Fuel Consumption: 55.00

Highway

ENGINE SPECIFICATIONS

Displacement:

149cc Four Stroke, Single Engine: Cylinder, SOHC Maximum Power: 13.8 Bhp @ 8500 rpm Maximum Torque: 13.4 Nm @ 6000 rpm Gears: 6 Manual Bore: 57 Stroke: 58.6 No. of Cylinders: 1 Cylinder SOHC Configuration: Valve Per 2 Cylinder: Cooling Type: Air Cooling BS26 - Throttle Carburetor: Positioning Sensor
DIMENSIONS

Weight: 134.00 kg Ground Clearance:160.00 mm Fuel Tank: 15.50 ltrs Wheelbase: 1340.00 mm Multi Reflector Halogen Headlamp: Bulb Wheel Type: Die Cast Alloys Wheel Size: 2.75x18 - 100/90-18 mm Tubeless: NO Colors: Pearl nebular black, Metallic flint gray, Candy max orange & Candy dark greenish blue.

ACTIVE AND PASSIVE SAFETY

Suspension(Front): Suspension(Rear): Brakes: Brakes(Rear): Stand Alarm:

Telescopic, Coil Springs, Oil Damped Swing Arm Type Coil Spring, Oil & Gas Damped Hydraulic Single Disc 130mm Drum NO

COMFORT AND CONVENIENCE

39

Fuel Guage: Self Start: Tacho Meter: Trip Meter:

Digital YES Analogue Digital-1

Length: Width: Height:

2095.00 mm 775.00 mm 1120.00 mm

SUZUKI ZEUS 125CC

Suzuki Zeus, the latest bike from Suzuki Motorcycles India Pvt. Ltd has been launched. The 125cc single cylinder Suzuki Zeus comes at a price of f Rs 46,084. The bike had a soft launch earlier this year. Besides Suzuki Zeus, Suzuki India has another motorcycle in the Indian market, called Suzuki Heat. Both Zeus and Heat are part of Suzuki's attempts to come back to the Indian market, which it had left in the late 90s. During its earlier Indian coming, Suzuki partnered TVS for its two-wheeler business. Suzuki Zeus will be available in three colors, the company said. These are Candy Antares Red (19A), Metallic Titanium Gold (YM3) and Pearl Nebular Black (YAY). To manufacture Suzuki Zeus and Suzuki Heat, the company has invested Rs 200 crore at its Gurgaon manufacturing plant. The production capacity of the plant is 100,000 bikes per annum. Some of the features of the Suzuki Zeus motorcycle include the stylish instrument cluster with odometer, gear shift indicator, long and inclined seat with a helmet holder. The front brakes of the Suzuki Zeus are disc brakes, while the rear brakes are drum-types. Below and in front of the engine is a stylish under cowl, offering extra protection to the engine. Suzuki Zeus is a kick-start bike. The 125-cc bike market is the most crowded 2-wheeler segment in India. Suzuki Zeus and sibling Suzuki Heat will
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have an uphill task trying to carve out market share in this category.

VEHICLE SUMMARY

OTHER SPECIFICATIONS

Name: Model: Type: Top Speed:

Zeus 125 XCD Commuter 101kph

ENGINE SPECIFICATIONS

Displacement: Engine: Maximum Power: Maximum Torque: Gears: Clutch: Bore: Stroke: Cylinder Configuration: Engine Block Material: Chassis Type: Cooling Type: Carburetor:
DIMENSIONS

124cc Four-stroke, Air-cooled, OHC 8.5 Bhp @ 7500 rpm 10 Nm @ 3500 rpm 5 Speed Wet Multiplate type 53.5 55.2 NA NA NA Air Cooling NA

Weight: 114.00 kg Ground Clearance: 155.00 mm Fuel Tank: 12.00 ltrs Wheelbase: 1240.00 mm Electrical System: NA Headlamp: NA Battery Type: 9.0 KC 10HR Battery Voltage: 12V Battery Capacity: 2.5 Ah Horn: NA Wheel Type: Alloys Wheel Size: 2.75x18 - 3.00x-18 mm Tubeless: NO Colors: NA
ACTIVE AND PASSIVE SAFETY

Telescopic, Coil spring, Oil damped Swing-arm type, Coil Suspension(Rear): spring, Oil damped Brakes: Disc Brakes(Rear): Drum 130mm Stand Alarm: NO Suspension(Front):
COMFORT AND CONVENIENCE

Length: Width: Height:

2040.00 mm 770.00 mm 1125.00 mm

Fuel Guage: Self Start: Tacho Meter: Trip Meter: Alloys: Warranty:

Analogue YES Analogue Analogue-1 YES NA

41

Speedometer: Analogue Passenger Footrest:YES Passenger NO Backrest: Step-up Seat: NO Pass-light: YES

SUZUKI HAYABUSA

Suzuki brings the Hayabusa motorcycle to India. The Hayabusa official nomenclature is GSX 1300R will pave the way for Suzukis foray into the superbike segment in India. Competition, however, has already arrived in the shape of Yamaha and Ducati motorcycles in India. Powered by a 1340cc in line 4 cylinder engine, the Suzuki Hayabusa is likely to sport a price tag of Rs 11 lakh. The bike was launched in the first week of September 2008. Suzuki also launched a second superbike, the GSX-R 1000 in November. Although boasting of a top speed of 397 km per hour as per recorded figures, the bike that will come to India will have a speed limit of 299 km per hour. Company thinks that the higher figure here is from some world record attempts, while 299 km ph would be the official top speed. Do keep in though that superbike or not, speed limits in most parts of India are at 60 km ph, and may go up to 100 km ph on some of the expressways. Suzuki expects only a sale of around 150 units of the Hayabusa in India per annum.

42

Hopefully, the Hayabusas will be bought by responsible motorcyclists who know the dangers of high speed riding in India. In the wrong hands, these motorcycles can be a disaster on Indian roads.

43

Hayabusa 1300 SPECIFICATIONS Dimensions and Weight Overall length Overall width Overall height Wheelbase Ground Clearance Seat height Curb Mass Fuel Tank Engine Engine capacity Type Bore x Stroke Compression ratio Ignition Type Transmission Suspension Front Rear Brake Front Rear Tyres Size Front Rear Disc, twin Disc Inverted telescopic, coil spring, oil damped Linky type, coil spring, oil damped 2190mm (86.2in) 735mm (28.9.1in) 1165mm (45.9in) 1480mm (58.3in) 120mm (4.7in) 805mm (31.7in) 260kg (573lbs) 21.0 litres (5.5 US gallons)

1340 cm2 (cc) 4-stroke, 4-cylinder, liquid-cooled, DOHC 81.0 mm x 65.0 mm 12.5:1 Electronic Ignition (Transistorized) 6-speed constant mesh

120/70ZR17M/C (58W), tubeless 190/50ZR17M/C (73W), tubeless

44

WARRANTY POLICY
Suzuki Motorcycle India Private Limited, (SMIPL) offers warranty for all models manufactured in its Gurgaon plant and sold through its authorized dealers. Suzuki Motorcycle India Private Limited reserves the right either to replace or repair, at their authorized dealer, free of cost, those parts which may be found on examination to have manufacturing defect within 2 years from the date of sale (or) first 30,000 kms whichever occurs earlier of its operation. If any of the free or paid service is not done as per schedule, the warranty tends to stand void. Parts of the vehicle have been subjected use to of misuse, bad accident, parts and which negligent are not treatment, quality

manufactured (or) not recommended for use by SMIPL on their motorcycles. Parts of the motorcycle getting rusted or their plating or painting coming off due to atmospheric condition like Sea Breeze and Industrial Pollution. Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is used for any commercial purposes like Hiring etc. SMIPL undertakes no liability in the matter of any consequential loss (or) damage caused due to failure of the parts. Parts repaired (or) replaced under this warranty are warranted only for the original warranty period of Suzuki motorcycles. Consumables like Engine Oil, TFF Oil, Grease,

45

used for the warranty repair are not covered under the application of the warranty.

SHIVALIK SUZUKI
(AUTHORISED DEALER)

46

LAYOUT OF SHOWROOM & SERVICE

OIL SHOP ENGINE ROOM PAINT ROOM

P A R K I N G
W A I T I N G

DELIVERY CELL

STOCK

JOB C A R D

STOCK

SECURITY

SHOWROOM & OFFICES

GATE

47

PROCEDURE IN SERVICE CENTRE

The SHIVALIK Show room has its separate service center, Here SHIVALIK SUZUKI also have a latest service center with all semi-automatic instruments. It maintains a unique and regular checking of each and every bike to increase a satisfaction level of the customers. SHIVALIK SUZUKI strictly watches and try to lesser the time of a customer while they give bike in to service. Mostly Customer when come to give his bikes in service, the service procedure of the showroom is very less and smallest so that customer will free within 5 Minutes.

Gate Entry Receive by Service Advisor Job Card Entry (Opening) Estimation of Exp .
48

This Procedure will take just only 5 minute then after Service of the Bike is done.

Service Procedure
WASHING THE BIKE

MECHANICS / ENGINEER (BIKE WISE)

SUPERVISOR

SPARPART REQUICISION (IF REQUIRED)

SPAREPART DEPART.

FITTING OF SPARPARTS & COMPLETE FORTHER PROCESS

TESTING ON ROAD

DELIVERY TO THE CUSTOMER

49

SHIVALIK SELLING SCHEME & RESULT

Selling scheme is a Dealers Scheme that is useful to attract the customer towards the showroom to purchase new bike. This all selling scheme provided to the customer is within Rs.2000 . Such Selling Schemes are: RTO Free Insurance Free Petrol Free Up to some K.M or some Rupees. Reference Sales DSS (Door Sales Service) Exchange (It is a Major tool of Scheme/Conversion)

Sales from Show Room

Every showrooms different goal is has to increase sales and the of sales. bike to The the SHIVALIK providing SUZUKI great facility through

scheme,

services

customer. The Following figures are approximate: Daily 6 vehicles

50

 Monthly 160 Vehicles Yearly 1920 Vehicles.

MAJOR COMPETITORS

51

1. Bajaj Auto Ltd.

Established in 1945 Bajaj Auto Ltd was incorporated as a trading company. Till 1959, they imported scooters and three-wheelers from Italy and sold them in India. The company got a production license in the year 1959 and fastened a technical collaboration with Italian PIAGGIO in 1960. Bajaj Auto Ltd. is one among India's top ten companies in terms of market capitalization and among the top five in terms of annual turnover. The company started producing scooters in the year 1961 and followed three-wheelers production in 1962. Its collaboration with Piaggio expired in 1971 and since then, their scooters and three-wheelers are being sold with the brand name BAJAJ. Maharashtra Scooters Ltd., a Company with 24% equity participation by the Company and 27% participation from Maharashtra State Government's Western Maharashtra Development Corp. was formed in the year 1975 under the "Horizontal transfer of technology" policy. The first production unit is located at Satara, Maharashtra. The unit continues to collect scooters from CKDs supplied by the Company. These scooters are marketed through the Company's distribution network and under the Company's brand name.

52

In 1984, the second production plant was set up at Aurangabad, Maharashtra. This plant started scooter production in 1986, three-wheeler production in 1987 and scooterettes and motorcycle facilities were commissioned in 1990 & 1991 respectively. Today, the company has become a market leader with annual production in excess of 1.35 million units which was about 4000 units in 1961. These days, Bajaj Auto Ltd. Has started offering products in all segments (mopeds & scooterettes, scooters, motorcycles, three wheelers).

2. Hero Honda Motors Ltd.

Hero Honda Motors Ltd. is a result of the joint venture between India's Hero Group and Japanese Honda Motors Company in the year 1983. This joint venture has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide. Hero Honda is globally known of being the most fuelefficient and the largest CBZ selling Indian Motorcycle Company. This is a relationship so harmonious that Hero Honda has managed to achieve indigenisation of over 95 percent, a Honda record worldwide. The company is committed to provide the customer with excellence. A rich background of producing high value products at reasonable prices led the world's largest manufacturer of motorcycles to collaborate with the world's largest bicycle manufacturer. During 80s, Hero Honda became the first company in India to prove that it was possible to drive a vehicle without polluting the roads. They company possess three manufacturing units based at Dharuhera, Gurgaon and Haridwar are capable to produce 4.4 million units per year. They introduced new generation motorcycles that set industry benchmarks for fuel thrift and low emission.
53

The unique features like fuel conservation, safety riding courses and mobile workshops helped the group reach in the interiors of the country. Well-entrenched in the domestic market, Hero Honda Motors Ltd. turned its attention overseas, and exports have been steadily on the rise. Over the years, the Company has received its share of accolades, including the National Productivity Council's Award (199091), and the Economic Times - Harvard Business School Association of India Award, against 200 contenders. The gross sales of Hero Honda by March end'2008 was 33, 371, 43 Crores.

3. Honda Motorcycles & Scooters India Private Limited

Established in 1999, the Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is a wholly owned subsidiary of Honda Motor Company Ltd., Japan and is located at Manesar, Haryana. The company's most well known brand is the Honda Activa that revolutionized the Indian scooterette market in terms of design and features. The company exports scooters to the European Union.

54

4. TVS Motor

TVS Motor is a leading and trusted two wheeler company began with the vision of TVS Scooty the founder of the Sundaram Clayton Group, the late T.S. Srinivasan - 'to design, develop and produce an affordable moped for the Indian family.' This vision was realized in 1980 when TVS 50, India's first two-seater moped rolled out of the factory at Hosur in Tamil Nadu, Southern India. The company has been known for its ruggedness and reliability. TVS 50 was successful and it has smoothened the way for many successes for TVS Suzuki even before its launch in the market. The TVS 50 XL is especially designed for individuals who want economy fused with sporty looks. Recently new XL Super with a 70 cc high-tech Power Pack is all set to redefine the category of mopeds in the country. The Suzuki Samurai was launched for the time conscious urban commuter. The Max 100 R was engineered for those who demanded strength and ruggedness. Along with them all, Suzuki Shogun was for those who wanted raw power.

55

TVS Motor has continually worked on innovation of the motorcycle segment along with two wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is India's first 5speed, 140 cc motorcycle. Another example of the company success is TVS Scooty, a 60 cc Scooterette which keep one step ahead of its time in India. It is the first company in the world to be honored with The Deming Prize for Total Quality Management. In September 2008, the company has got 19% growth for registering total two wheeler sales of 137,246 units. The company is the third largest two-wheeler manufacturer in India and ranks among the top ten globally. The company was the first in India to launch 2-seater 50cc moped and 100cc Indo-Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty, TVS Centra and TVS Fiero are the popular bikes in Indian market.

5. Royal Enfield Motors Ltd.

Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield is one the oldest bike on the road. The company is well known for producing motorcycles, but they also produce bicycle, stationary engines, lawnmowers and rifle small parts for the Royal Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at Thiruvottiyur, Chennai, Tamil Nadu, India. In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later merged with it in 1994. The annual turnover of the company is Rs.10 billion. The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching loyalty to the customer. The
56

ruggedness and reliability of the bike is endorsed by the army, the police, the paramilitary forces and over 500 institutions which form part of the die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle. Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250 dealers and 150 authorized service centers in India. The company also exports its products to over 20 countries including Canada, France, Japan, USA, Germany and UK.

5. YAMAHA MOTORCYCLE

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake as well, bringing the Indian operations under its complete control as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan. India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export markets. With a strong workforce of 2000 employees, India Yamaha Motor is highly customer-driven and has a countrywide network of over 400 dealers. The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke motorcycle RX 100. Since then,
57

it has introduced an entire range of 2-stroke and 4- stroke bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and Gladiator (125cc).

58

CONSUME R BEHAVIOR

DEFINITION
Consumer buyer behavior refers to the buying behavior of final consumers individuals and households who buy goods and services for personal consumption. (Philip Kotler) To understand the buyer, and to create a customer out of him, through this understanding, is the purpose of buyer behavior. (Ramaswamy and Namakumari)

59

It needs to be specified at the outset that there is no unified, tested and universally established theory of buyer behavior. What is available today, are certain ideas of buyer behavior.

FACTORS INFLUENCING BUYER BEHAVIOUR

A number of factors influence buyer behavior. They can be grouped under three broad categories. 1. Factors that are part of buyer as an individual. 2. Buyers social environment (group influence). 3. Information from a variety of sources.

1. Factors that are part of the Buyer as an individual

An individuals religion and cultural background, his personality traits, self concept, his general endowments, his upbringing in short, his overall biodata play a crucial role in his conduct as a buyer/consumer. These factors can be grouped broadly into three categories:. i. Personal factors
60

ii. Cultural factors iii. Psychological factors

I. Personal Factors
Age, Education, Economic Position, Self concept An individuals age, level of education, his occupation, overall economic position and lifestyle all influence his role as a buyer. They decide what products he will buy and consume. A persons self concept and his concern about his about status also influence his buying decisions. In fact today people are very concerned about their image and status in society. Its a direct outcome of their material prosperity. Status is announced through various symbols like dress, ornaments, possessions and general lifestyle. The desire for self expression and self advancement is closely linked with social status. For several people, status is a major motive force guiding and shaping their life. Their concept of status decides what material possessions they should have. Even if a product that constitutes a status symbol is beyond their immediate reach, their aspiration to possess it will influence their decision making process. In SMIPL, personal factors like age group of the people, their economic position, their buying pattern, status, lifestyle, etc is known and as per their personal factors bike/scooters are made.

ii. Cultural Factors

Religion, Language etc. Every culture, every language and every religion group dictates its own unique patterns of social conduct. Within each religion, there may be several sects and sub sects; there may be orthodox groups and cosmopolitan groups. In dress, food habits or marriage in almost all matters of individual life religion and culture exercise an influence on the individual, though the intensity may vary from society to society. The dos and donts listed
61

out by religion and culture impacts the individuals lifestyle and buying behavior. In SMIPL, for the advertising purpose, the factor like language, social style, etc. is known and as per countrys culture and sub culture, advertisement is done.

iii. Psychological Factors

Beliefs, Attitudes, Motivation, Perception. Just like the economic and social conditions, a mans disposition too has a close bearing on his purchase decisions. Individuals coming under the same economic and social groups can be vastly different when it comes to certain personal beliefs, faith and attitudes. One may be timid and plain, while another may be outgoing and aggressive. One may be traditional in the overall view of life, while another may be modern. One may be east innovative, while another may welcome anything new. In fact, the maximum variations are seen here and in the matter of analysis and assessment too, this area poses maximum problem to the marketer. In SMIPL, for promoting the bike/scooter, beliefs, attitude is known. For motivation to customers, SMIPL does many promoting programs for the customers.

2. Buyers influence)

Social

Environment

(group

The buyer living in a society is influenced by it and is in turn influencing its course of development. He is a member of several organizations and groups, both formal and informal. He belongs to a family, he works for a certain firm, he may be a member of a professional forum, he may belong to a particular political group, or a cultural body. There is constant interaction between the individual and the groups
62

to which he belongs. And all these interactions leave some imprint on him, which influences him in his day to day life and consequently, his buying behavior. There are two broad types of group influences: I. Influence of Intimate Group Examples of intimate groups are family, friends, close colleagues and closely knit organizations. These groups exercise a strong influence on the lifestyles and the buying behavior of its members. Among these groups the most influential and primary groups are the family and peer groups. The peer groups are closely knit groups composed of individuals, who have a common social background and who normally belong to the same age group. The peer group has the greatest influence on the individual member as a stabilizer of styles and behavior patterns. In any intimate group, there is likely to be an informal group leader. Te group respects him and looks up to him. Though the leader may not directly influence every member in his day to day purchases, his judgment on men and matters, and facts and fashion is respected by the group; and his views and lifestyle influences their buying decisions. And if the leaders are convinced, their groups are likely to follow suit.

ii. Influence of the Broad Social Class Structurally, the social class is a larger group than the intimate groups. The constitution of a social class is decided by the income, occupation, place of residence, etc. of the individual members. The members of a social class enjoy more or less the same status or prestige in the community.
63

They share a common lifestyle and behavior pattern. And they normally select a product or brand that caters to their class norms. Often they even do their shopping in the same shopping are and patronize selected shops, which befit their class image. This does not mean that all the members of a given social class will buy the same products and the same brands or conform to the same style, amounting to a sort of regimentation. Differential liking may exist among the members. But, in a buying situation in which objective standard are not available to guide them, they may conform to the class norms. Studies have shown that the extent of influence the social class has on its members will depend on the extent of attractiveness of the group holds out to them. The greater the attractiveness, the larger is the behavioral conformity. Study of group influence on the individual buying behaviour will help the marketers to develop right strategies for different customer segments. It is not feasible for them to appeal to the fancies of every individual buyer. They can find commonalities or pattern among specific groups of buyers and work on them.

iii. Information from various sources

The buyer today is exposed to a veritable flood of information, unleashed on him from different sources. These sources inform him about new products and services,

64

improved versions of existing products, new uses for existing products and so on. The information sources that persuade people to try a product include: advertising, samples and trials, display in shops and salesmens suggestions. Each of these sources provides some information to the buyer about the products. When the buyer sees an advertisement for a product, he is informed about the existence of the products. Later on, he may develop a positive or negative attitude towards the product or he may remain neutral. In any case, a piece of information about the product is made available to him and it has some influence on his buying behavior. The availability of the product in the shop itself acts as an information source to the buyer. The product advertises itself. Often salesmen serve as a source of information to buyers. The salesmen may inform the prospects about a product explain its advantages and may even suggest a trial purchase. In cases where a rapport has already been established between the buyer and the salesman, the latters suggestions are normally taken as reliable. In my study I have seen many customers who are influenced by the some or other groups like they purchase Suzuki Access mostly from the intimate groups like family, friends. Customers are also influenced from various sources like advertisement, dealers recommendation, word of mouth publicity, etc.

THE BUYING PROCESS

65

1. Problem Recognition

66

The process of buying normally starts with the recognition of a need by the consumer. He recognizes a problem and develops a perception of the problem. Then he seeks information for solving his problem.

2. Awareness
The customer turns to his environment /world of information around him. It makes him aware of the existence of the product that would solve his problem.

3. Comprehension (Evaluation)
Comprehension comes out of his ability to reason with the information. The awareness and comprehension stages represent the information processing stage. These two stages constitute the cognitive field of the purchase process.

4. Attitude
It is the sum total of the individuals faith and feelings towards a product. As a result of his awareness and comprehension, the consumer develops an attitude favorable or unfavorable towards the product. The purchase process will continue only if he develops a favorable attitude or a liking for the product.

5. Legitimization

67

The buyer must be convinces that the purchase of the product is he legitimate course of action. This stage often stands as a barrier between a favorable attitude towards the product and actual purchase. Only if the buyer is convinced about the correctness of the purchase decision, will he proceed. At this stage, he may seek further information regarding the product, or attempt to assess the information already available. Attitude and legitimization constitute the attitude field of his purchase process.

6. Trial
Conviction leads the consumer to try the product on a small scale; he may buy a sample. He tries to evaluate the product from his own experience.

7. Adoption
A successful trial leads him to buy/adopt the product. Trial and Adoption constitute the behavioral field in the buying process.

8. Post-Purchase Behavior
The purchase leads to a specific post purchase behavior. Usually, it creates some restless ness in the mind of the individual. He is not sure about the product. He may feel that the other brand would have been better. He may even feel that the salesman has taken him for a ride. As this dissonance is uncomfortable, the individual, by himself will seek all means to recover his conviction and poise. He well seed reassuring advertisements of the products or he may deliberately avoid positive stories about the competing brand.

68

RESEARCH METHODOLOG Y

69

INTRODUCTION
Marketing research is the function which links the consumer, customer and public to the marketers through information used to identify and define marketing, opportunities and problems, generates refine marketing action; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues; designs the method for collection information manages and implements the data collection process; analysis the results and communication the findings and their implication.

Research definition:
Research is careful inquiry or examination to discover new information and relationship and to expand and to verify exiting knowledge, Research always starts with questions or a problem. Its purpose is to find answer to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies.

70

RESEARCH DESIGN
Research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research question and to control variance. - BY KERLINGER From definition it is evident that research design is more or less a blueprint of research. At the outset may be noted that there are several ways of studying and tackling a problem. There is no single perfect design. The research design can be classified in to true broad categories: (A) Exploratory (B) Descriptive (C) Casual Exploratory research is focus on the discovery of ideas. Exploratory research is carried out to define problems and developed hypothesis to test later. An exploratory study is generally based on the secondary data that are reading available. It does not have to change his focus of direction, depending on the availability of new ideas and relationship among variables. Descriptive studies are undertaken in many circumstances. Descriptive studies can be complex, determining a high degree of scientific skill on the part of the researcher. Casual research helps in determined cause and effect relationship. Between two or more variables.

71

The present study seeks to find out the consumers attitude towards buying of scooter. The study also aims at findings out the behavior pattern of SUZUKI ACCESS 125cc. So this makes the study a descriptive one.

DATA COLLECTION SOURCE

Research included gathering both primary and secondary data. :

PRIMARY DATA
The primary data is that which details we collect first time from the market and also used first time in the research. To collect the primary data structured non disguise questionnaire is prepared. Primary Data was very crucial to collect so as to know various past & present consumer views about bikes/scooter and to calculate the market share of this brand in regards to other brands. Fresh primary data was collected by taking direct filling of a questionnaire from customer which involved face to face, all the Suzuki customer who visited the dealership showroom for the service of their bikes/scooters were questioned in order to find out the behavior of customer.

SECONDARY DATASecondary data are those which has been collected by some one else and which already have been passed through statistical process. When the secondary data are sufficient, the researcher has to be satisfied with the primary sources

72

of data. Secondary data can be used as bases for comparison with primary data have been collected by questionnaire. Secondary data has been taken from internet, newspaper, magazines and companies web sites.

DATA COLLECTION METHOD

Researcher instruments is the tool by which the researcher can do research on specific problems or objective. The most popular researcher instrument for collection data is Questionnaire for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, it is most common instrument used to collect the primary data. During the pretesting of questionnaire, I seen the reaction of respondents and suggestions required to make change in research instrument. The questionnaire contains three types of questions. Open-ended questions :It is helpful in knowing what is uppermost in the mind of the respondents. It gives complete freedom to the respondent. Dichotomous questions :-

73

It has only two answers in form yes or n, true or false, use or do not use. So the respondent is offered two or more choice. Multiple-choice question :In this, the respondent is offered two or more choice.

SAMPLING PLAN
Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose.

Sample Site:The survey was conducted in AHMEDABAD CITY.

Sampling Unit:It means Who is to be surveyed. Here target population is decided and it is who are interested to purchase Scooter and sampling frame is developed so that every one in the target population has known chance of being sampled. So the survey is conducted particularly in Ahmedabad City.

Sample size:For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of scooter. The sample size is 100 respondents.

Sampling Method :74

A Stratified random sample is one where the population is divided in to mutually exhaustive strata or sub-group and then a simple random is selected within each of strata on age groups, occupation etc. It may be noted that stratification does not means absence of randomness. I use a simple random sampling method.

SCOPE OF STUDY
This study is aimed at providing SUZUKI MOTORCYCLES INDIA PVT. LTD. with an insight on the consumer buying pattern of Suzuki Access 125cc as well as the customers response and awareness towards the brand, products and services of Suzuki. The data has been analyzed and presented in a simple and precise way on the basis of which pertinent recommendations have been made to the company to better the services, policies and strategies of the company in India. The main scope of the study is limited to Ahmedabad city.

75

 It also analysis the benefits accruing to the company as a result of those service. This study has been made to find the buying pattern of the customer for purchasing scooter/bikes.

DATA ANALYSIS
76

& INTERPRETAIO N

1) AGE-WISE CLASSIFICATION
3 6-45; 1 8% AGE (IN YEARS) 18-25 26-35 36-45 46 & ABOVE 46 & ABOV E; 18 -25; 54 % 7% NO. OF RESPONDENTS 54 21 18 7 PERCENTAGE (%) 54 21 18-25 18 26-35 7

36-45 46 & ABOV E

2 6-3 5; 2 1% 77

Interpretation:Above Graph shows that 54% of respondent in age group of 18-25, 21%of respondent in age group of 26-35, 18% of respondent in age group of 36-45, 7% respondent come in age group of 46 & above.

2) GENDER-WISE CLASSIFICATION
MALE 79 79 FEMALE 21

GENDER F E MALE (%) PERCENTAGE 2 1 %

MALE F EMAL E 78 MAL E 7 9%

Interpretation:Above Graph shows that 79% of respondent are Male and 21%of respondent are Female.

3) MARITAL STATUS CLASSIFICATION

MARRIED 58 58 UNMARRIED 42 42

MARITAL STATUS PERCENTAGE (%) UNMAR R IED 4 2%

MAR R IED UNMAR R IED 79 MAR R IED 58 %

Interpretation:Above Graph shows that 58% of respondent are Married and 48%of respondent are Unmarried.

4) OCCUPATION-WISE CLASSIFICATION

OFFICIALS OCCUPATION 32 PERCENTAGE (%) 32 OTH ER S ; 9% R ETIR ED ; 2%

STUDENTS 57 57

RETIRED 2 2 IALS OF F IC 32%

OTHERS 9 9

OF F IC IALS S TUD ENTS R ETIR ED OTH ER S S TU D ENTS 57% 80

Interpretation:Above Chart Shows that 57 respondent are Students, 32 are the Officials, 2 are the retired persons and 9 are others out of 100.

5) INCOME-WISE CLASSIFICATION
150 & INCOME (P.A) (IN 000) AB OVE; 75-100 3 2% 100-125
125-150 150 & ABOVE NO. OF RESPONDENTS 75-100; 4 % 4 21 43 32

100-1 25; PERCENTAGE (%) 21 %

4 21 43 32

75-100 100-125 125-150 150& AB OVE

125-15 0; 43%
81

Interpretation:Above graph shows that 4% of respondents are in 75-100 (in 000) income level, Second 21% of respondents are of 100125 (in 000) income level, 43% of respondents are of 125150 (in 000) income level and 32% of respondents are of 150 & above (in 000) income level.

6) KINDLY RATE ON THE IMPORTANCE 100% 16 YOU GIVE WHILE PURCHASING SCOOTER?
*(1=Least, 2=Avg., 3=Above Avg., 4=Important, 5=Most) 36

80% 60%

45 56

48 19 78 16 26

40%
31

23 34 11 43 12 8 3 2 9 8 6 4 17 17 5 0 10 11

5 4 3 2 1

20% 0%
5 4 3 2 1

P RIC E 56 31 8 3 2

MAINTAINAC S TY L E/DES IG E N 45 23 11 12 9 48 34 6 4

REAS L E VAL UE 16 6 19 16 43

MIL EAGE 78 17 5 0 0

C OL OUR 36 26 11 10 17

82 8

Interpretation:From the above graph, it can be interpret that while purchasing scooter, people give most importance to price and mileage, average importance to design and average and least importance to resale value. So Company should provide customers with economy price and higher mileage.

7) RANK BELOW MENTIONED 100% COMPANY ON THE BASIS OF BUYING 3 7 4 4 PREFERENCE 12

80% 60% 40% 20%
22 20 4 2 1 76 13 36 39 6 16 4 11 11 13 27 17 59 78

5 4 3 2 1

15

0%
5 4 3 2 1

HERO HONDA 3 4 4 13 76

TVS 36 4 11 27 22

S UZ UKI 39 11 17 20

HONDA 7 12 6 16 59

KINETIC 78 15 4 2 1

83 13

Interpretation:From the above graph, it can be said that people mostly ranked Hero Honda & Honda at the top most companies, while Suzuki & Tvs at the average level and Kinetic have now a days not manufactured any scooters/bikes so Kinetic comes at the least.

25 *(1=Least, 2=Avg., 3=Above Avg., 4=Important, 5=Most)

8)100% RATE THE FOLLOWING SCHEME THAT ATTRACT YOU MOST?

80% 60%
14 43 18 39 52

5 4 3 2 1

40% 20% 0%
5 4 3 2 1

28

24 14 24 12 11 12 11 9 14

13 8 16 13

S P . OFFER 25 18 28 13 16

EXC HANGE OFFER 43 24 12 8 13

S P . GIFT 39 14 24 12 11

C AS H DIS C OUNT 52 14 11 9 14

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Interpretation:From the above graph, it can be interpret that mostly people are attracted by the schemes like Cash Discount & Exchange offer. Average people are get attracted by Sp. Gifts & Sp. Offer. So I can suggest that Company should provide high C.D & Exchange offer to the customers for attracting to purchase.

9) HOW DID YOU GET TO KNOW ABOUT SUZUKI ACCESS 125?

RESPONDENTS PERCENTAGE (%) ADVERTISEMENT 38 ER D EAL 'S ; 38 21% FAMILY 24 24 FRIENDS 17 AD V ER TIS EME 17 NT; 38% DEALERS 21 21 AD V ER TIS EM ENT F AMIL Y

F R IEND 'S

F R IEND 'S ;1 7%

F AMILY ;2 4 %

D EALER 'S

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Interpretation:Above graph shows that 38% respondents come to know from the Advertisement. Then 24% respondents come to know from the Family. 17% & 21% respondents come to know from the Friends and Dealers recommendation respectively. So the Company should focus more on advertisement in the rural as well as urban areas in Television, print media, hoardings, etc.

10) WHO IS THE DECISION MAKER IN YOUR FAMILY?

RESPONDENTS PERCENTAGE (%) FATHER 66 66 MOTHER 5 5 SELF 27 27 OTHER 2 2

S E L F ;2 7 %

OT H E R S ;2 %

F ATH ER 66 % F ATH ER MOTH ER S ELF OTH ER S

MOT H E R 5 %

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Interpretation:Above Graph shows that 66% respondents take decision by father for purchasing scooter, 5% respondents take decision by mother, 27% by self and 2% decision by other. As we all know that in every family mostly decision is made by the head only or by the person who earns. So the Company should focus more to influence fathers by the schemes and discount facility.

11) HOW YOU PURCHASE SCOOTER?

BY CASH 46 46 BY LOAN 54 54

RESPONDENT PERCENTAGE (%)

BYL O A N 54%

BYC A S H 46%

BYC AS H BYLOAN

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Interpretation:From the above graph we can see that mostly 54% people are purchasing their bikes/scooters by loan and rest 46 % of the people by Cash. So the Company should give facilities like low interest rate with nationalized bank. So that customer can afford to purchase the scooter/bike with loan with the affordable interest rate. Company should also provide Cash Discount for those who purchase in Cash.

12) WOULD YOU PREFER HONDA ACTIVA 110cc TO SUZUKI ACCESS 125cc?
YES 67 67 NO 33 33

RESPONDENT PERCENTAGE (%)

NO 33%

Y ES 67%

Y ES NO

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Interpretation:From the above graph, we can see that Consumer prefer more of Honda Activa than Suzuki Access. As we all know that Honda motorcycle Activa 110cc has launced from many years and Suzuki Access has made the entry before few years, Customers perception about Honda Activa is more than Suzuki Access 125cc. But now a days market share of Suzuki Access is growing.

13) WHAT IS THE IMAGE OF SUZUKI ACCESS 125cc IN YOUR MIND?

RESPONDENTS PERCENTAGE (%) ECONOMICAL 29 29 DURABLE 21 21 SMOOTH 26 26 SAFE 9 9 RUFF & TUFF 15 15

S AF E; 9%

R UF F& TUF F ; 15%

EC ONOMIC AL 29%

EC ONOMIC AL D UR AB LE S MOOTH S AF E R UF F& TUF F S MOOTH ; 26% 89 D UR ABL E 21%

Interpretation:From the above graph, it can be interpret that image of Suzuki Access 125cc is 29% of the people say that its Economical, 21% Durable, 26 % Smooth, 15% say that its Ruff & tuff and the remaining 9% of the people believe that it is safe for riding. So it is good for the company that customer believes Suzuki Access more of Economical & Durable. Company should give more focus on its Safeness and Ruff & Tuff.

FINDINGS
The study shows that the current trend is that respondents give maximum no of point to price and mileage. The study shows that while purchasing the 2 wheeler, 76 respondent gives most preference to Hero Honda and 59 respondent to Honda. The study show that wheeler from 38 respondents come to know familys recommendation. from advertisement and 24 respondents purchase 2 The study shows that 54 respondents purchase scooter by Loan and 46 respondents purchase by cash. The study shows that 78 respondents give most importance to mileage.
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 The study shows that more no. of respondents gives more weightage to price. The more no. of Officials, Retired person, and others give more weightage to the price where Students give more weightage to the mileage. The study shows that 66 respondents says that father take a decision to purchase bike and 27 respondents take decision by self The study shows that 52 respondents gives most important to cash discount scheme and 43 repondent to exchange offer The study shows 29% respondent have economical image of Suzuki Access, while 26% respondent have Smooth image.

LIMITATIONS
The market survey was limited to area of Ahmedabad city only. Time constraint In some cases respondents were not able to give all information in such cases as much as possible information was taken.
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 I cant meet each and every people because of Human Limitations and other problems so I select some sample only.

RECOMMENDATIONS
1. Suzuki should introduce a low price moped. 2. For the promotion, company should make road-show that will increase the sales. 3. The company should give more concentrate on the advertisement. 4. SMIPL should implement a new strategy to reduce the competition and lead into the bike market.

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5. As people expect more mileage per kilometer, company should increase the mileage of the Suzuki Vehicles. 6. SMIPL should increase the production capacity as the customers have to wait for 3-4 months for delivery of the Suzuki Access. 7. Company should take less time for service the vehicle. 8. Company should facilitate a Scheme for servicing Old Vehicles so that the entire customer services their vehicle at companys service station. 9. All parts should be available at service station. Because sometime customer face the problem that parts are not available.

CONCLUSION
After the separation with Tvs Motors the main focus of Suzuki has been to capture the Indian Market through its Product which are Best In terms Of Style & Design and is trying to achieve more target of which it has laid down for the coming years its Recent Launched Bikes like Suzuki Zeus, GS150R, Hayabusa and Scooter Suzuki Access have

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shaken the market leader Like Bajaj, Hero Honda & Honda is giving them a tough competition & soon going Launch Few More Bikes in the market. But in a country like India where customer generally appreciates mileage it becomes necessary for a company like Suzuki which produces Bikes whose prices are towards the higher end to focus on other factors to which influence the consumer choice of Product like Prices, After sale services and Many more.

BIBLIOGRAPHY

MAGAZINES: Business Today India Today NEWSPAPERS:

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 Economic Times Business Standard WEBSITES: www.suzukimotorcycles.co.in www.autowebindia.com www.indiainfoline.com www.automonitor.com

www.siamindia.com

www.fadaweb.com Various Search Engines

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APPENDIX
(QUESTIONNAIRE)

A STUDY ON CONSUMER BUYING BEHAVIOR OF SUZUKI ACCESS 125

1) Name -________________________________________ 2) Age 18-25 36-45 26-35 46 and above

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3) Gender4) Marital Status5) OccupationOfficials Retired

Male Married

Female Unmarried

Students Others Rs. 100-125 Rs. 150 above * ( 1=Least important to 5=Most

6) Your income (per annum) (in thousand)? Rs. 75-100 Rs. 125-150 while purchasing a Scooter? important)

7) Kindly rate each of the following based on the importance you give

Rate 1 2 3 4 5

Price Maintena nce

Style/Desi gn

Resale Value

Mileage

Colour

8) Please rank below mentioned Company on the basis of your buying preference. (Tick mark the following) Rank 1 2 3 4 5 Hero Honda TVS Suzuki Honda Kinetic

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9) Rate the following Schemes that attract you most. * ( 1=Least important to 5=Most important) Rate 1 2 3 4 5 10) How did you get to know about Suzuki Access 125? Advertisement Friends recommendation recommendation 10) Who is decision maker for purchasing scooter in your family? Father Mother Self Other Family information Dealers Special Offer Exchange Offer Special Gift CashDiscou nt

11)

How you purchase scooter? By Cash By Loan

12)

Would you prefer Honda Activa 110 cc to Suzuki Access 125 cc? Yes No

13)

What is the image of Suzuki Access 125 in your mind? Economical Safe Durable Ruff & Tuff Smooth

14)

Please provide your valuable suggestions if any, __________________________________________________

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Thank you for your precious time.

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